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Consumer behavior
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Excerpt from Term Paper:
Consumer behavior
...... However, there are also many theorists who do not agree with this stark dualism between the emotional and the rational and they suggest that consumer behavior is a combination of these two factors. On the other hand, theorists like Zajonc (1980) state that emotion or feelings are more primary and more important factors in consumer behavior than reason or logic and that they precede rational processing. (Chaudhuri) The term affective judgment is used in the literature to refer to this aspect
Affective cognition is a term that relates to feelings and emotions. The following is a concise but through description of affective judgments......
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